About this role
Headquarters: Canada - Remote (ON, AB, BC, or NS Only)
Most companies are layering AI onto existing processes. This role is about something different: rebuilding those processes from the ground up, so teams can do work that actually matters.
Instacart's Marketing team has set ambitious AI goals — and this is the person who makes them real. You'll be the first role of this kind in Marketing, embedded in the org with a clear mandate: identify what's slow, manual, or broken across the Marketing organization and rebuild it into something fundamentally better. The benchmark isn't marginal improvement. It's transformation — building solutions that make people wonder how they ever worked without them.
This is a builder role. Strategy is a means to an end. The end is something shipped, adopted, and measurable. You'll also be the connective tissue for Marketing's AI ambitions — convening the people who own AI goals, unblocking what's stuck, and creating internal momentum that makes the whole org move faster.
Building (60%)
- Identify high-impact workflows, systems, and processes across Marketing that are slow, manual, or duct-taped together — and rebuild them AI-natively, from the ground up
- Own the full cycle: understand the current state, design the solution, build it, ship it — then measure what changed. Establish the before, prove the after, and make the case to leadership
- Walk in with work already queued. Early builds include:
- Recurring leadership and planning narratives — transforming how Marketing produces its MBR, quarterly planning summaries, budget variance write-ups, and channel performance narratives; currently manual synthesis across multiple inputs, rebuilt into a faster, more consistent, AI-native output
- Integrated campaign launch process — automating key steps from campaign ideation to launch, reducing the manual handoffs and coordination overhead that slow campaigns down across teams
- Brief quality and standardization — an AI review layer that evaluates briefs before they leave the building, flags what's missing or unclear, and raises input quality across the org before downstream teams absorb the cost of a bad brief
- Build with portability in mind — your solutions should be constructed so others can pick them up, adapt them for their own context, and extend what you've built without starting from scratch; you're not just solving a problem, you're creating infrastructure others can build on
- Develop and maintain an intake framework: gather inputs from across the org, evaluate feasibility and impact, and make a defensible call on what gets built next — including what doesn't; prioritization discipline means saying no to low-value requests as readily as yes to high-value ones
Driving Adoption (20%)
- Own the change management side of every build: create the conditions for people to trust what you've built, use it consistently, and not revert to old habits when something feels unfamiliar
- Evangelize internally — write up wins, build case studies, show other teams what's possible; your goal is to generate more demand than you can supply, which means the org needs to see what AI can actually do, not just hear about it
- Create energy around AI across Marketing — not as a cheerleader, but as someone who shows people things they didn't know were possible and makes it easy for them to take the next step
Orchestration & Thought Partnership (20%)
- Lead the MarComms AI KR forum: convene AI KR owners across Marketing, create momentum behind shared goals, surface blockers, and hold the operating cadence
- Act as a working partner to AI goal owners — unblocking vendor delays, solving capability gaps, helping people get unstuck
Must-have pantry staples (Minimum Qualifications)
- 7+ years in marketing operations, marketing strategy, or a closely adjacent discipline — you understand how marketing orgs work, where the friction lives, and what it costs to leave it unfixed
- Proven builder with a track record of impact — you have shipped AI-powered workflows and processes that demonstrably changed how teams work; you can name the problem, describe the solution, and quantify the result. You’re so invested in AI that you’ve applied it beyond the scope of your current role.
- Hands-on daily experience with frontier AI tools such as Claude, GPT-4o, or Gemini, including writing prompts that produce reliable, production-quality output at scale
- Experience building agentic systems where AI components interact with each other, including multi-agent design, orchestration layers, and workflows that run without a human in the loop at every step
- An adoption-minded approach to building: designing for adoption from day one and taking accountability for whether what you built actually gets used
- Strong communication skills, with the ability to explain what you're building, why it matters, and where it stands, for audiences from ICs to CMO-level leadership
- Prioritization discipline — you can evaluate a request and tell someone their problem isn't a good AI candidate right now, or that the cost of building outstrips the benefit; you know what not to build
Optional garnishes (Preferred Qualifications)
- A framework for evaluating AI vendors and tools quickly, including running comparison pilots and making principled decisions about what earns a place in the stack
To apply: https://weworkremotely.com/remote-jobs/instacart-ai-solutions-lead-marketing